| No. | Item | Definition |
|---|---|---|
| 1. | advocacy | public support by customers |
| 2. | aesthetic | visual style or taste |
| 3. | appeal | power to attract interest |
| 4. | aspiration | desired future state |
| 5. | association | linked idea in the mind |
| 6. | attention | focused notice or interest |
| 7. | attitude | settled way of thinking |
| 8. | audience | the people targeted |
| 9. | authenticity | sense of being genuine |
| 10. | awareness | how well people know it |
| 11. | barrier | obstacle to action or adoption |
| 12. | behavior | how people act or buy |
| 13. | benefit | positive result for customer |
| 14. | brand | a product or company identity |
| 15. | brief | document guiding creative work |
| 16. | category | market grouping or class |
| 17. | clarity | ease of understanding |
| 18. | color | hue used for meaning |
| 19. | community | group connected by interest |
| 20. | consistency | steadiness across touchpoints |
| 21. | consumer | person who buys or uses |
| 22. | conversion | turning interest into action |
| 23. | credibility | believability and trustworthiness |
| 24. | culture | shared norms and behaviors |
| 25. | data | facts used for decisions |
| 26. | demand | desire backed by buying power |
| 27. | design | planned visual form |
| 28. | desirability | degree of being wanted |
| 29. | differentiation | standing apart from rivals |
| 30. | distinctiveness | quality of standing out |
| 31. | distribution | getting products to buyers |
| 32. | emotion | feeling influencing decisions |
| 33. | engagement | active involvement and attention |
| 34. | equity | brand value from perception |
| 35. | execution | putting plans into action |
| 36. | experience | overall interaction with brand |
| 37. | extension | using brand in new area |
| 38. | feature | specific product attribute |
| 39. | friction | anything causing difficulty |
| 40. | growth | increase in size or sales |
| 41. | identity | distinctive character of a brand |
| 42. | imagery | visual pictures and symbols |
| 43. | impact | strong effect or influence |
| 44. | influence | power to shape opinions |
| 45. | innovation | new useful idea or method |
| 46. | insight | deep understanding of behavior |
| 47. | journey | path of customer interactions |
| 48. | launch | introducing something new |
| 49. | logo | graphic brand mark |
| 50. | loyalty | continued preference and support |
| 51. | market | buyers and sellers collectively |
| 52. | masterbrand | main brand across offerings |
| 53. | meaning | what something signifies |
| 54. | memorability | ease of being remembered |
| 55. | message | main idea communicated |
| 56. | metric | measure used to track |
| 57. | mission | main aim of the organization |
| 58. | motivation | reason driving action |
| 59. | name | word identifying the brand |
| 60. | narrative | connected story a brand tells |
| 61. | need | essential requirement or problem |
| 62. | niche | specialized market area |
| 63. | north star | guiding long-term objective |
| 64. | offer | what is presented for sale |
| 65. | packaging | container and presentation design |
| 66. | perception | how something is seen |
| 67. | personality | human traits linked to brand |
| 68. | positioning | place in customers’ minds |
| 69. | preference | liking one option more |
| 70. | promise | benefit the brand commits |
| 71. | purchase | act of buying |
| 72. | purpose | core reason for existing |
| 73. | reach | number of people exposed |
| 74. | relevance | importance to the audience |
| 75. | reputation | overall public opinion |
| 76. | research | systematic study for insight |
| 77. | resonance | strong emotional connection |
| 78. | retention | keeping customers over time |
| 79. | risk | chance of loss or harm |
| 80. | ROI | return compared with investment |
| 81. | salience | prominence in memory |
| 82. | satisfaction | contentment after experience |
| 83. | segment | subgroup within a market |
| 84. | share | portion of the market |
| 85. | simplicity | freedom from unnecessary complexity |
| 86. | strategy | long-term plan for advantage |
| 87. | subbrand | brand under a parent |
| 88. | sustainability | ability to endure responsibly |
| 89. | tagline | short memorable brand phrase |
| 90. | tone | emotional quality of language |
| 91. | touchpoint | any point of customer contact |
| 92. | trend | general direction of change |
| 93. | trust | confidence in reliability |
| 94. | typography | style of printed text |
| 95. | value | worth or benefit offered |
| 96. | values | guiding beliefs and principles |
| 97. | vision | ideal future direction |
| 98. | voice | distinctive communication style |
| 99. | want | desired but not essential |
| 100. | white space | unoccupied market opportunity |